BETC Keeps Fingers Crossed for Super LOTO

BETC Paris decided to celebrate 2013’s Super LOTO by creating a gift to keep people warm and bring some luck for the big day. Lucky Gloves, winter gloves with the index and middle finger stitched together to keep peoples' fingers crossed, were distributed across France last December. 

The campaign was filmed and the results have been put together in a short online film (above). The gimmick killed two birds with one stone as recipients were thrilled to receive a gift to help combat the harsh Winter, and all had their fingers crossed ready for the biggest French lottery jackpot draw of the year.

Creative director at BETC Paris, Olivier Apers says: “We all know the saying "cold hands warm heart". With LOTO's lucky gloves, we wanted people to have both!”

Clips of the public suffering in the chilly weather make way for the delighted responses of people who were handed the gloves, and posed for the cameras with their fingers crossed. The woolly theme is reflected in the titles which track the campaign from its inception to the results – which included a huge online response.